‘I was appointed as a designer for Cross-Stitch, an upcycling and sustainability initiative by Aditya Birla Group. The initiative of the project was to recreate the old garments into something completely new. It started off with mini pilot runs to understand consumers mindset, price points, design sell-ability etc. as for the Indian market psychographics and demographics.The initial stages were more of a brand building stage by accepting the right kind of cloths for upcycling, what kind of final products the client were expecting. closely working withe production team as we had to work with the old cloths with specific customisation and limited fabric. Also handling the clients which helped to experience customer expectations, their respond to upcycling, their expections and respond to the brand. This entire project was a learning experience in every aspect of design from customer to production to brand building’
